- September 16, 2015

Media Planning with the Best of Both Worlds: TV & Digital

The worlds of TV and digital media are converging as consumers flock to new platforms to watch more and more video content. As a result, agencies and advertisers have new opportunities to connect brand experiences across multiple screens. In order to reach consumers effectively, media planning and buying strategies must maximize the benefits of both TV and digital.

In this presentation, David Shiffman, Comscore SVP of Agency Solutions, shared best practices and real examples for multichannel media planning, including:

  • To meet Reach/Frequency goals: plan TV and digital together in a single campaign
  • Cross-Media Reach & Frequency is not random: different combinations of properties can yield radically different audience overlaps
  • To build Reach: create cross media packages with minimal audience overlap
  • To maximize Frequency: construct cross media packages with high audience overlap